Companies that invest in sustainability are discovering that rebranding can attract consumers willing to pay more for environmentally friendly products. However, amid brand trends, experts warn: a strategy is needed that goes beyond a simple change of packaging or logo
According to a survey by Capgemini, 79% of consumers prefer to buy products from brands with sustainable practices, 44% say they would be willing to pay up to 20% more for these products. Big brands like Natura and Danone have already noticed this change in behavior and have been heavily investing in sustainable practices that go beyond simple marketing communication, restructuring your internal processes
SecondAna Celina Bueno, marketing specialist, partner and founder ofCommunication Access, coherence is essential for the strategy to work. "The company that associates sustainability with its product or service needs to integrate these values into all its actions". It's not enough to have recyclable packaging or use impactful words. The consumer is attentive and, if it is perceived that the speech does not match the practice, trust is lost, explain Ana Celina
Where to start with a sustainable rebranding
The increase in consumers' willingness to pay more for green products is reflected in examples like that of L’Oréal, that reformulated its beauty product lines to reduce carbon footprint and promote recyclable packaging. The brand saw an increase in demand for these sustainable lines, showing that when authenticity is present, rebranding becomes a competitive advantage
ToRodney Torres, Creative Director of theCommunication Access, the new priorities of consumers reflect this change in mindset. "Today, the consumer does not see the price of a sustainable product as an expense, but as an investment in a better future. "The brands that embrace this transformation are one step ahead in the market", comment Rodne
He led the creation of the latest campaign for Grupo Marquise. The proposal uses the narrative "The Future Started Yesterday" to connect its past actions, present and future, highlighting the pioneering spirit in socio-environmental practices. In cases of rebranding, the work is even more in-depth, changing the most basic structures of a brand's identity to convey purpose and reliability
Rebranding is about identity and connection
Many companies, when opting for the redesign of their brands, they make the mistake of focusing only on new colors, logos and packaging with environmental seals. Although these changes are important, they must be accompanied by clear and educational communication.
A study by Harvard Business Review shows that consumers are more informed, but they still have difficulty understanding the real importance of labels like Fair Trade or Rainforest Alliance. This highlights the need to educate the public about what each certification represents
For companies looking to invest in sustainable rebranding, the path is clear. Transparency, education and coherence are the pillars that can transform a simple brand renewal into a growth boost
